Tmall Supermarket, Taoxianda, and upgrade cooperation with Yili

Lynn Lin

On August 14, Tmall Supermarket, Taoxianda, and announced that they had upgraded the strategic cooperation with Yili, one of China’s leading dairy producers.

According to the cooperation agreement, Yili will settle in the above-mentioned platforms as a one-stop store, and will use Taoxianda’s digital cloud stores, as well as the large supermarket stores in RT-Mart and Auchan, to promote its products.

Besides, Yili’s products will be delivered to the households within one hour through Cainiao logistics system in major cities across the country.

"Helping brands to build omni-channel digital transformation is our original intention." said Dong Cheng, General Manager of Marketing of Tmall Supermarket, "Yili will use the LBS geographic location provided by Alibaba to realize multi-city, multi-retail and all-media marketing."

In October last year, Yili and Alibaba tried linkage marketing of RT-Mart, Tmall Supermarket, and Taoxianda, which created a record of sales growth of 83.5% year-on-year for Yili’s high-end Golden Classic product. During the epidemic this year, benefited from the 1-hour home delivery service, Yili’s sales volume increased by 51.4% year-on-year, which created a model for brand’s digital transformation.

According to CICC, with the help of Alibaba's new retail solutions of online and offline business integration, dairy sales has increased by 42.1% month-on-month in June, and Yili’s products increased by 92.1% year-on-year, which impressed the entire industry.

Taoxianda has also helped 23 retailers across the country complete their basic digital transformation. During the Tmall 6·18 festival this year, the number of stores in Tmall has risen sharply by nearly 50% year-on-year.


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